LinkedIn Lead Generation: Essential Strategies for B2B Growth

LinkedIn shines in the world of digital marketing, standing out among various social media platforms. Its standout feature is its professional network, designed specifically for business-related interactions and networking. 

In fact, 93% of B2B marketers prefer LinkedIn for generating high-quality leads, outperforming other major social networks. As a result, it connects businesses with clients and partners.

When a strong digital presence is important for business growth, LinkedIn makes sense as part of any marketing plan. Next, we’ll explore LinkedIn lead generation strategies. Our tips and insights will help you make your LinkedIn profile a powerful lead generator.

What is Lead Generation?

Lead generation is the process of identifying and engaging potential clients for your business’s offerings. It includes various forms such as ‘Contact Us’, demo request forms, and those used for accessing gated content.

Its primary goal is to convert these prospects into actual buyers, playing a crucial role in boosting sales and enhancing market presence for any business.

For many B2B companies, lead generation is key. Their products often cost a lot, and visitors to their websites usually don’t buy straight away. By gathering leads, these companies can send emails to educate and nurture potential customers. 

Once these leads are ready, salespeople can approach them directly. Lead generation isn’t just for B2B. It’s vital for ecommerce and other businesses too. 

Why Use LinkedIn for Lead Generation?

LinkedIn shines as a platform for generating B2B leads for several reasons:

1. Access to Professional Data
2. Business-Focused Environment
3. Engaging News Feed

Unlike other platforms, LinkedIn allows you to connect with your targeted audience and track leads accurately. Here’s why LinkedIn is a top choice —

1. Precise Targeting

LinkedIn’s targeting capabilities are unmatched. You can pinpoint possible prospects using filters like company name, job title, email, interests, functions, and past employers. 

For example, you can find individuals who have worked at Expedia, previously at Airbnb, and studied at the University of Washington. This level of detail is unique to LinkedIn.

2. Advanced Search Options

LinkedIn Sales Navigator, a tool designed for salespeople, allows for even more specific searches. You can look for remote workers or entrepreneurs seeking funding. This tool also suggests leads tailored to your requirements and integrates with CRM systems to track your ongoing conversations.

3. Relevant Advertising

For high-quality leads, it’s crucial to advertise where it matters. Opting for cheaper ads on platforms like Facebook or Instagram might seem cost-effective, but it often leads to a flood of low-quality leads and a weak sales pipeline. 

LinkedIn stands out in this aspect. According to the Digital Trust report by Business Insider, LinkedIn’s Campaign Manager is highly rated for ad relevance. It means people are more likely to engage with your ads without finding them intrusive.

4. Effective Content Reach

Creating content on LinkedIn offers numerous advantages. It’s a great way to find business partners, connect with potential clients, and network with peers. LinkedIn users are on the lookout for content that is timely, useful, and relevant. 

By adopting a personalized LinkedIn lead generation strategy that delivers such content, you can gain increased visibility on the platform.

5. Open Communication Channels

Worried about not being connected to a potential client on LinkedIn? That’s not an issue here. LinkedIn allows you to message anyone with InMail, even if you’re not connected. Data shows that InMails has a response rate three times higher than regular emails. 

Moreover, sending an InMail around 9 and 10 am on weekdays increases your chances of getting a response.

6. Detailed Analytics

LinkedIn offers tools like Sales Navigator and Premium Business, which provide real-time data about potential leads, their preferences, and effective strategies for engaging them. These insights are crucial for LinkedIn lead generation tactics. 

You can use them to find prospects faster and automate your interactions with them.

Note: Have a look at Linkedin for sales prospecting.

The Advantages of Using LinkedIn Lead Generation

Here are the benefits you’ll enjoy using LinkedIn for B2B lead generation —

It’s Full of Decision-Makers

A significant portion of LinkedIn users, over 20%, have the authority to make purchasing decisions for their companies. It includes around 61 million senior-level influencers and 40 million decision-makers. 

Plus, it’s the most popular social media platform among Fortune 500 companies, increasing the likelihood that your target audience is active there.

High User Engagement

LinkedIn has over 900 million users, with 49 million actively using the platform each week. This high level of engagement presents numerous opportunities to connect with potential leads regularly.

Highly Effective and Cost-Efficient

LinkedIn is a powerhouse for lead generation. Over 100 million decision-makers on the platform are known for taking action. LinkedIn’s own research reveals that 80% of B2B leads from social media are generated here. There’s plenty of success stories too. 

Simplus, a Salesforce partner, for example, credits 70% of their online form submissions to LinkedIn. The click-through rate of NetBrain Technologies Inc. increased, and their sales staff accepted 94% of the leads.

More Leads for Less Investment

You can start generating leads on LinkedIn for free, but even paid strategies can be more cost-effective than similar campaigns on search engines or other social networks. HubSpot found that LinkedIn Sponsored Content produced twice as many conversions as Google Ads, despite costing more per click.

To put it in perspective, with a $1,000 ad budget on LinkedIn, you could expect about 11 conversions at around $90 each. In contrast, the same budget on Google Ads might only yield 8 conversions at $125 each. 

It demonstrates the efficiency of LinkedIn lead generation best practices in getting more value for your advertising spend.

The Preferred Choice for B2B Marketers

LinkedIn says that 94% of B2B marketers share content on its platform. This suggests that either a vast majority of B2B marketers are mistaken, or they’re onto something valuable. 

Considering that 94% of your competitors might already be using LinkedIn, it’s a significant opportunity you shouldn’t overlook. 

15 LinkedIn Lead Generation Strategies to Get More Leads

But how do you craft an effective lead generation strategy on LinkedIn? By using these 15 B2B lead generation tips on the platform.

1. Combine Sales Navigator with Campaign Manager

Use Sales Navigator to target leads identified by sales teams. This is especially useful for account-based marketing (ABM) strategies, where you tailor campaigns to meet the specific needs and characteristics of each account. 

Linking Sales Navigator with your LinkedIn Campaign Manager ensures your audience is highly relevant, aligning marketing and sales efforts.

2. Find Your Ideal Customer Profile (ICP) on LinkedIn

A key method for B2B lead generation is maximizing LinkedIn’s search filters. Sales teams, this is where your ICP and Buyer Persona are crucial. 

If you’ve followed our guides, you know every detail in these documents is actionable. Adjust the search filters in LinkedIn Premium or Sales Navigator to align with these documents. 

Then, save the search URL for future use. With a LinkedIn lead generation strategy aligned with your ICP or Buyer Persona, you’ll see better results.

3. Focus on Key LinkedIn Accounts

There are two main strategies —

• Upload a Contact List

Identify your top 1,000 high-value LinkedIn accounts and upload their details as a ‘Matched Audience’ during your campaign setup. LinkedIn’s algorithm will then find people similar to your target audience.

• Retarget Website Visitors

Use LinkedIn’s free Insight Tag to track visitors to your website, like those reading your blog, and retarget them.

4. Improve Your Company Profile

First impressions are crucial. Enhance your profile with a compelling headline, an attractive cover image, and an engaging bio. Share your company’s story, growth, and successes. Adding customer testimonials and performance metrics can boost credibility. 

A well-optimized profile can reduce the likelihood of visitors leaving quickly, encouraging more connections with your services.

5. Share Engaging Content

Create content that resonates with your ideal audience and offers value to a wider audience. It increases the chances of engagement. Aim for 80% educational and 20% promotional content in your LinkedIn posts. 

Use 3-5 hashtags for wider reach. Schedule posts from your founder, team members, clients, and industry news. Also, consider sharing —

• Company blogs
• Event news
• Webinars
• Press releases
• Product updates
• Infographics
• Customer feedback
• Opinions on recent trends

Incorporate white label LinkedIn lead generation strategies to target and engage potential B2B effectively leads on the platform.

6. Utilizing Job Postings for Lead Generation

When a company posts a job, it often signals a need or change within the organization – perhaps they’ve 

• received new funding
• are experiencing issues
• someone is leaving the team

This presents an opportunity to identify a potential buying signal. As part of LinkedIn lead generation, you search for job vacancies, add companies to a spreadsheet, identify decision-makers, and reach out.

For instance, if your company specializes in providing sales specialists, search for ‘Sales Manager’ on LinkedIn. Use filters to refine your search as closely as possible to your Ideal Customer Profile (ICP). 

After locating a company, visit their LinkedIn page to find decision-makers and add them to your Personalization Spreadsheet. It makes your outreach efforts more targeted and effective.

7. Active Participation in Linked

Joining or creating LinkedIn groups is another effective way to generate B2B leads on LinkedIn strategy. Focus on smaller, moderated communities for better engagement. LinkedIn permits you to send up to 15 monthly direct messages to fellow group members. 

Also, you can use this opportunity to participate in discussions, provide support, answer questions, and share valuable resources.

If you decide to start your own group, be creative with the group’s title and profile. Share exclusive content from your company to create value for members. Over time, they will help in recruiting new members and potentially aid in customer acquisition.

8. Start a Referral Program for LinkedIn Lead Generation

LinkedIn is great for networking, which can be a powerful tool for generating leads. Encourage your existing customers to recommend your services to their LinkedIn contacts. 

For example, you could offer a 20% discount for one month to a customer for every new lead they bring to your demo. If they bring three new leads, they get a discount for three months. This way, if these new leads become customers, they might also start referring others, expanding your network of potential clients.

9. Develop LinkedIn Showcase Pages

LinkedIn Showcase Pages are ideal for promoting different aspects of your business, like specific products, services, or events, to a targeted audience. Think of them as specialized pages where you can share content that appeals directly to a specific group’s interests. 

This approach is excellent for better segmenting your B2B leads. 

A useful tip: Analyze your targeted audience’s size and needs to categorize them effectively, similar to what Golden Phase did.

Note: Have a look at cold messaging on LinkedIn.

10. Build an Email List Using LinkedIn

On LinkedIn, you can attract prospects by offering them something valuable in return for their contact information. This could be an eBook, a checklist, a cheat sheet, a whitepaper, case studies, a product roadmap presentation, a quiz, or a survey. These lead magnets are great tools for growing your email list. Reviewing LinkedIn outreach message examples can provide valuable insights into crafting effective messages that engage potential leads.

11. Implement LinkedIn Account-Based Marketing

LinkedIn Account-Based Marketing is a sophisticated, best LinkedIn lead generation method that aligns sales and marketing efforts. It’s particularly useful if your sales team is unsatisfied with the quality of leads from marketing. 

This strategy reverses the traditional inbound marketing funnel, focusing on sales-driven marketing tactics.

 

Here’s how it works —

• Marketing and Sales jointly identify key accounts they aim to secure.
• Both teams coordinate their efforts to secure meetings with these accounts.
• Sales teams meet only with leads that are already qualified.

12. Capturing Leads from LinkedIn Event Attendees

To understand what your potential leads are looking for, consider the LinkedIn events they attend. These events are a great source of information about their interests and needs. Here’s how to tap into this resource:

• Start by searching for events that your ideal audience is likely to attend.
• Select an event and click the ‘Attend’ button to register your interest.

• Then, access the list of attendees by clicking on the ‘Attendees’ button.

During the event, pay close attention to the questions, concerns, and comments from participants. Note these down, as they will be invaluable for tailoring your follow-up and outreach efforts later.

13. Using Gated Posts for LinkedIn Lead Generation

A useful tactic for generating leads on LinkedIn involves creating posts that offer exclusive content, known as gated content. It means you give valuable information in exchange for contact information. Typically, B2B marketers use this strategy to improve lead generation by requiring a form submission or call to action.

Sales professionals can also share gated content with their networks. The key is to highlight the benefits of this content in your post. At the end of the post, direct readers to a landing page with a form, or invite them to comment on your post. This approach serves two purposes:

• It increases engagement, which boosts the visibility of your post on LinkedIn (more engagement means more people see your post).
• It gives you a legitimate reason to reach out to interested leads directly or through a lead generation tool.

For example, remember the post from the ‘How to Become a Thought Leader’ section? That was gated content designed to engage with leads who show interest in your valuable content. The best part is they initiate contact, setting the stage for effective social selling.

If you want to share gated content on LinkedIn, you can use materials prepared by your marketing team or create your own. Provide relevant content that shows proven results and addresses prospects’ challenges. It’s highly effective for generating B2B leads, so give it a try.

14. LinkedIn Lead Gen Forms

Similar to gated content on a website, LinkedIn Lead Gen Forms allow leads to access content by filling out a form. The key difference is that LinkedIn hosts the form. 

When a lead clicks the call to action, LinkedIn automatically fills in their information, making it easier for them to submit. You can then download this leads list and import it into your automation tool or forward it to your sales team.

These ads are charged based on the cost per lead, meaning you pay each time a lead completes the form. Be aware, though, that this can be pricey. For 2023, the expected average cost per lead on LinkedIn is around $75.

Remember, not all LinkedIn lead generation ads need to use a Lead Gen Form. They can also be a single image or video that directs to a separate landing page with the form.

15. LinkedIn Lead Generation Ads

LinkedIn ads are highly effective, making them a top strategy for marketers. Some may hesitate to use them due to their perceived complexity and higher cost. However, don’t be intimidated. 

While LinkedIn lead generation ads might be more expensive, they’re not overly complicated and can be a valuable tool in your marketing arsenal.

LinkedIn Lead Generation: What to Do and What to Avoid

LinkedIn, with its vast user base, offers a significant opportunity for lead generation. However, it requires effort and strategy. Here’s a quick guide on what to do and what not to do —

What to Do —

• Keep your profile up-to-date.
• Maintain a professional profile.
• Highlight key information in your summary.
• Inject some personality into your profile.
• Actively search for potential leads on LinkedIn.
• Reach out to prospects through LinkedIn.
• Explore your competitors’ networks for insights.
• Personalize your connection requests and messages.
• Share content that is valuable to your audience.
• Initiate conversations.
• Utilize social scheduling tools to maintain a consistent presence.
• Engage with posts from influencers and your audience.
• Respond promptly to trending topics with relevant posts.

What to Avoid —

• Neglect your profile; keep it current.
• Post unprofessional content or share inappropriate opinions.
• Leave gaps in your work history without explanation.
• Create a dull profile; professional doesn’t mean boring.
• Focus solely on promotion; your content should provide value.
• Add connections indiscriminately; personal touch matters.
• Immediately try to sell to new connections.
• Be confrontational or aggressive in your interactions.
• Share outdated or irrelevant content.

How Swordfish AI Can Help in LinkedIn Lead Generation?

Swordfish AI is a strong contact extraction platform that excels in generating leads from LinkedIn. It helps organizations find personal and business contact information, including emails and phone numbers, of potential clients. 

It conducts thorough searches across social media profiles, particularly on LinkedIn, to gather accurate, real-time information. We stand out from the crowd with our proprietary verification system and huge 3.5 billion data profiles.

Plus, we come with our unique number system to ensure that you get access to only verified leads.

Features of Swordfish AI

Swordfish AI offers several features that are particularly useful for lead generation:

Real-Time Data Extraction

Swordfish AI performs detailed searches across social media profiles, especially on LinkedIn, to provide up-to-date contact information of potential leads.

Chrome Integration

Our Chrome extension allows you to seamlessly extract information from LinkedIn and other social platforms, making the process efficient and user-friendly.

Bulk Contact Information Addition

You can add missing emails and phone numbers to our list of potential customers in bulk, thanks to the Prospector tool. It’s a significant time-saver.

Machine Learning for Data Verification

The tool uses advanced machine learning algorithms to cross-check and verify the data it gathers, ensuring accuracy and reliability.

Compliance with Data Protection Regulations

Swordfish AI provides you with a secure platform for lead generation activities that is compliant with major data protection laws such as GDPR and CCPA.

Try Swordfish Ai

Conclusion

Delving into LinkedIn lead generation, we’ve uncovered strategies crucial for professionals aiming to expand their digital networks. We talked about precise targeting, advanced search options, and effective content utilization, all vital for generating B2B leads. 

The core insight is LinkedIn’s role as a hub for decision-makers, offering cost-efficient marketing opportunities. As we wrap up, remember that lead generation is an ongoing journey. For those keen to maximize LinkedIn’s potential, Swordfish AI offers a path forward. 

It’ll transform your LinkedIn strategies, and open doors to new business opportunities. Your next significant connection is just a click away with Swordfish AI.

Frequently Asked Questions

1. What’s the most effective LinkedIn ad format for lead generation?

For lead generation on LinkedIn, Single Image ads are highly effective. They blend seamlessly with other content in the newsfeed, and when paired with a Lead Gen form, they can yield impressive results. Another effective strategy is promoting gated content on your website.

2. How do you know if your LinkedIn lead generation is working?

To assess the effectiveness of your LinkedIn lead generation efforts, use LinkedIn’s analytics tools. They allow you to track how people engage with your content and the number of conversions you’re getting. You can also use A/B testing to fine-tune your content and targeting strategies.

3. Is it worth getting a LinkedIn premium for lead generation?

LinkedIn Premium can significantly boost your profile’s visibility. A job seeker’s or sales professional’s increased exposure makes their profiles appear more credible and trustworthy, potentially resulting in more job opportunities.